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Shopper Motivations and Influences: Driving Hass Avocado Sales at RetailTHE SHOPPING EXPERIENCE MATTERS
• Place avocados near complementary foods and provide signage
Quality & Ripeness2Color and Firmness are key
determinants of ripeness
• Desired ripeness depends on when the shopper plans to eat them
$$
• Shoppers look for bargains and are attracted by sales
Avocado Size4Shoppers choose the size
of the avocado by howthey plan to use them
• Large (family meals, parties)• Small (single serving dishes)
HassAvocados
SPECIALLargeSmall
• Some shoppers consider the variety to be the brand Hass is thought of as a quality “brand”
Purchase =
SalesOther Factors = Added Benefits5
Organic & locally grown avocados are appealing
Hass AvocadosVariety = Brand Avocado = Hass
$ $$
Hass AvocadoShopperPath to
Purchase2013
Product Display1Prominent displays, appearance & information influence purchases
Taste,Nutrition,Unique
Price3Shoppers are willing to pay
slightly more for avocados than other produce because they are
perceived as unique and not easily substitutable
key factorsfive Each factor must be met before
the next factor becomes relevant
Here’s how shoppers decideto purchase avocados from
initial trigger to actual purchase
• Shoppers buy avocados because of taste, nutrition & unique qualities
Ripe
New HAB research provides key insights into consumer’s path to purchase for avocados. Get the full report at www.hassavocadoboard.com/retail